Kroger’s Simple Truth Brand Expands in Response to Consumer Demand

(Originally Posted January 3, 2018) Kroger announced the expansion of it’s clean-labeled brand – Simple Truth® – early in the 1Q of 2018. Simple Truth is free from artificial preservatives and ingredients. Originally introduced in the 4Q of 2012, the line now includes more than 1,400 products across multiple categories, from grocery to meat, produce, deli, bakery, baby, household essentials and personal-care items. Kroger has been a leader in making natural and organic products more accessible and affordable for the average consumer. And, Simple Truth offers more Fair Trade Certified™ products than any other private-label grocer in the U.S.

New products will be introduced in the Simple Truth line in 2018 that meet consumer trends. These products fall into the beverage, snacking and non-animal category, and include Simple Truth Organic® sports drinks, Simple Truth Organic sparkling coconut waters, Simple Truth fruit and nut bars, and Simple Truth meatless entrees, among others.

Kroger’s Our Brands showed a strong performance from 2011-2017, increasing 37 percent, or rising from $15B to $20.5B in annual sales. Sales of Simple Truth also demonstrated a healthy performance with 19 percent growth in the 3Q of 2017. The Simple Truth brand is exclusive to the Kroger Family brand of stores.